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Becky Sherman, project coordinator for the Ashland immunization team, stands in the courtyard of the Ashland Food Cooperative in Ashland, Oregon February 4, 2015. Persuading the community's independent-minded, frequently affluent families to change their views is a perplexing task for public health officials, who are more used to helping the poorest and least educated parents find free or low-cost vaccinations than having to argue people out of deeply held convictions. "We needed to change our tone," said nurse Becky Sherman, project manager for the county's Ashland Immunization Team, which was set up in 2011. Picture taken February 4, 2015. REUTERS/Amanda Loman (UNITED STATES - Tags: POLITICS HEALTH)